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Cooking Enthusiasts - US - November 2016

"In 2016, 45% of Americans aged 18+ are considered Cooking Enthusiasts – or adults who cook from scratch multiple times a week, enjoy the cooking process, have skills in the kitchen, and cook because they want to rather than because they have to. Due to factors such as the lower cost of groceries and a variety of sources for new recipes and learning skills, cooking enthusiasm is flourishing and driven by men, Millennials, and parents. Many adults are also interested in measures that make the cooking process more time efficient. Thanks to meal-kit subscriptions, grocery-delivery services, and ready-to-use ingredients, Americans may no longer blame a lack of time for their lack of cooking."

Gina Cavato, Reseach Analyst, Lifestyle and Leisure

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Figure 1: Share and approximate number* of Cooking Enthusiasts, 2013-16, August 2016
        • The issues
          • Cooking at home is not an activity enjoyed by most
            • Figure 2: At-home cooking influencers, by all cooks and Cooking Enthusiasts, August 2016
          • Digital media inspires Millennials but may leave older adults out of the loop
            • Figure 3: Sources used by Cooking Enthusiasts to cook at home, by generation, August 2016
          • Lower household incomes are disconnected from most cooking activities
            • Figure 4: Cooking Enthusiasts’ cooking-related activities, by household income, August 2016
          • The opportunities
            • Men and Millennials becoming increasingly present in the kitchen
              • Figure 5: Cooking frequency, by gender, 2015-16, August 2016
              • Figure 6: Cooking skills, by generation, 2015-16
            • Millennials and meal kits: At their door and ready to go
              • Figure 7: Making at-home cooking easier for Cooking Enthusiasts, by generation, August 2016
            • Employed adults find significant cost and time value in meal kits
              • Figure 8: Cooking Enthusiasts’ cooking attitudes, by employment status, August 2016
            • What it means
            • The Market – What You Need to Know

              • The share of Cooking Enthusiasts rose from 2015-16
                • Share of Non-Cooks declines
                  • The kitchen is the heart of the home
                    • Lower cost of groceries likely boosting out of home food sales
                    • The Cooking Enthusiasts Market

                      • Overview of Cooking Enthusiasts
                        • Figure 9: Estimated share and number* of American adults aged 18+ by cooking segment, August 2016
                      • Share of Cooking Enthusiasts increases from 2015-16
                        • Figure 10: Share and approximate number* of Cooking Enthusiasts, 2013-16, August 2016
                      • Cooking enthusiasm and frequency growing, fewer cook infrequently
                        • Figure 11: Share of cooking segments, 2015-16, August 2016
                    • Cooking Segments

                          • Figure 12: Cooking segments, August 2016
                        • Cooking Enthusiasts
                          • Demographics
                            • Characteristics
                              • Opportunities
                                • Figure 13: Profile of Cooking Enthusiasts, August 2016
                              • Conflicted Cooks
                                • Demographics
                                  • Characteristics
                                    • Opportunities
                                      • Figure 14: Profile of Conflicted Cooks, August 2016
                                    • Infrequent Cooks
                                      • Demographics
                                        • Characteristics
                                          • Opportunities
                                            • Figure 15: Profile of Infrequent Cooks, August 2016
                                          • Unenthusiastic Cooks
                                            • Demographics
                                              • Characteristics
                                                • Opportunities
                                                  • Figure 16: Profile of Unenthusiastic Cooks, August 2016
                                                • Non-Cooks
                                                  • Demographics
                                                    • Opportunities
                                                      • Figure 17: Profile of Non-Cooks, August 2016
                                                  • Market Perspective

                                                    • Obesity is big and it keeps getting bigger
                                                      • Figure 18: Share of overweight, obesity, and extreme obesity in the US, 1988-2014
                                                      • Figure 19: Share of overweight, obesity, and extreme obesity in the US, by gender, 1988-2014
                                                    • The kitchen is increasingly the most important room in the home
                                                      • Figure 20: The kitchen is the most important room – Any agree, May 2003-June 2016
                                                    • Daily time dedicated to cooking has remained flat for at least a decade
                                                      • Figure 21: Time spent per day eating and drinking, food preparation and cleanup, 2003-15 annual averages
                                                  • Market Factors

                                                    • Both at-home and out-of-home spending on food continues to climb
                                                      • Figure 22: Food sales at home and away from home, January 2003-June 2016
                                                    • Cost of groceries has been on the decline
                                                      • Figure 23: Consumer Price Index, food at home, seasonally adjusted annual change, August 2015-16
                                                    • Millennials may struggle in the kitchen because they still live at home
                                                      • Figure 24: Living situation of adults aged 18-34, by living arrangement, 2014
                                                  • Key Players – What You Need to Know

                                                    • Accessibility to food and recipes bolstering the at-home cooking sector
                                                      • Snacking, sugar, food waste, and food recalls, oh my!
                                                        • Innovating in the kitchen: Dessert kits, smart ovens, and repurposing food
                                                        • What’s Working?

                                                          • Bringing quality, affordable groceries closer to consumers
                                                            • Food videos inspire cooks of all levels
                                                              • Figure 25: Stuffed Chicken Parmesan, video, August 2016
                                                            • Meal kits help make mealtime fast, easy, and cultural
                                                              • Figure 26: A Better Way to Cook, video, April 2015
                                                          • What’s Struggling?

                                                            • Snacking over meals may cause a decline in home-cooked meals
                                                              • Americans waste half of their food every year
                                                                • Sugar and spice and everything . . . wrong with what we knew
                                                                  • Figure 27: FED UP – Official Trailer, video, April 2014
                                                                • Are food recalls the next form of industry transparency?
                                                                • What’s Next?

                                                                  • Forget what’s for dinner. What’s for dessert?
                                                                    • Hershey’s
                                                                      • Foodstirs
                                                                        • Figure 28: The Foodstirs Company, video, October 2015
                                                                      • The sharing economy hits the kitchen
                                                                        • Smartphones and smart ovens helping distracted cooks
                                                                          • Figure 29: June Intelligent Oven, video, June 2015
                                                                        • Rethinking the use of ugly food
                                                                          • Imperfect Produce
                                                                            • SpoonLed
                                                                              • Figure 30: Meet the hero changing the future of food waste, video, May 2016
                                                                          • The Consumer – What You Need to Know

                                                                            • Nearly half of US adults can be categorized as Cooking Enthusiasts
                                                                              • Health and cost-savings are the top two motivations for at-home cooking
                                                                                • Efficiency in the kitchen is key to getting adults to cook more
                                                                                  • Cooking websites dominate as the most used source to find recipes
                                                                                    • Food-related activities are not simply reserved for the kitchen
                                                                                      • Millennials may need a little more support in the kitchen
                                                                                      • All About Cooking – Frequency, Enjoyment, Skills, and Motivation

                                                                                          • Cooking is more of a “want to” than a “have to” for most adults
                                                                                              • Figure 31: Cooking frequency, attitudes, skill level, and motivations, August 2016
                                                                                              • Figure 32: Cooking frequency, attitudes, skill level, and motivations, 2012-16
                                                                                            • One third of Americans consider cooking a fun leisure activity
                                                                                              • Figure 33: Cooking for fun in the past 12 months, May 2005-June 2016
                                                                                            • Frequency
                                                                                              • Men are becoming increasingly present in the kitchen
                                                                                                • Figure 34: Cooking frequency, by gender, September 2015-August 2016
                                                                                              • Millennials and Gen Xers are also increasing their at-home cooking
                                                                                                • Figure 35: Cooking frequency, by generation, September 2015-August 2016
                                                                                              • Parents are finding the time to cook at home
                                                                                                • Figure 36: Cooking frequency, by parental status, September 2015-August 2016
                                                                                              • Enjoyment
                                                                                                • Cooking is becoming a more beloved activity among men and women
                                                                                                  • Figure 37: Cooking enjoyment, by gender, September 2015-August 2016
                                                                                                • Who says they love to cook? Millennials do
                                                                                                  • Figure 38: Cooking enjoyment, by generation, September 2015-August 2016
                                                                                                • Making the cooking process easier may be helping parents enjoy it more
                                                                                                  • Figure 39: Cooking enjoyment, by parental status, September 2015-August 2016
                                                                                                • Skills
                                                                                                  • Millennials are increasingly likely to be “experts” in the kitchen
                                                                                                    • Figure 40: Cooking skills, by generation, September 2015-August 2016
                                                                                                  • Moms and dads are becoming more confident in their cooking skills
                                                                                                    • Figure 41: Cooking skills, by parental status, September 2015-August 2016
                                                                                                • Influencing At-Home Cooking

                                                                                                    • Half of adults cook at home because they believe it’s healthier
                                                                                                      • Figure 42: At-home cooking influencers, by all cooks and Cooking Enthusiasts, August 2016
                                                                                                    • Women influenced by saving money and healthier options
                                                                                                        • Figure 43: At-home cooking influencers of Cooking Enthusiasts, by gender, August 2016
                                                                                                      • Millennials consider the kitchen an escape for stress relief and creativity
                                                                                                          • Figure 44: At-home cooking influencers of Cooking Enthusiasts, by generation, August 2016
                                                                                                      • Factors That Would Increase At-Home Cooking

                                                                                                          • Making the cooking process more efficient would likely increase cooking
                                                                                                            • Time
                                                                                                              • Prepared ingredients
                                                                                                                • Grocery shopping
                                                                                                                  • Kitchen appliances
                                                                                                                    • Figure 45: Making at-home cooking easier for Cooking Enthusiasts, August 2016
                                                                                                                  • Men need a little more direction and a little more guidance
                                                                                                                    • Figure 46: Making at-home cooking easier for Cooking Enthusiasts, by gender, August 2016
                                                                                                                  • Millennials are looking to make the cooking process more time-efficient
                                                                                                                    • Millennials and meal kits: At their door and ready to go
                                                                                                                      • Figure 47: Making at-home cooking easier for Cooking Enthusiasts, by generation, August 2016
                                                                                                                    • Renters may lack the tools they need to cook and the space to entertain
                                                                                                                      • Figure 48: Making at-home cooking easier for Cooking Enthusiasts, by home ownership, August 2016
                                                                                                                    • Parents need simple, quick, and easy when it comes to cooking
                                                                                                                      • Figure 49: Making at-home cooking easier for Cooking Enthusiasts, by parental status, August 2016
                                                                                                                    • For the love of cooking: Urban dwellers are most influenced to cook at home
                                                                                                                      • Figure 50: Making at-home cooking easier for Cooking Enthusiasts, by area, August 2016
                                                                                                                  • Sources Used to Find Recipes

                                                                                                                      • Recipe inspiration can come from just about anywhere, but websites dominate
                                                                                                                          • Figure 51: Sources used to cook at home, by all cooks and Cooking Enthusiasts, August 2016
                                                                                                                        • Millennials find inspiration everywhere, especially in digital media
                                                                                                                          • Figure 52: Sources used by Cooking Enthusiasts to cook at home, by generation, August 2016
                                                                                                                          • Figure 53: Number of sources used by Cooking Enthusiasts to cook at home, by generation, August 2016
                                                                                                                        • Urban dwellers are less intentional in their recipe research
                                                                                                                          • Figure 54: Sources used by Cooking Enthusiasts to cook at home, by area, August 2016
                                                                                                                        • Hispanics follow general population patterns with the exception of TV
                                                                                                                          • Figure 55: Sources used by Cooking Enthusiasts to cook at home, by Hispanic origin, August 2016
                                                                                                                      • Cooking-Related Activities

                                                                                                                          • Learning activities fall to hosting events and watching TV and videos
                                                                                                                            • Cooking and hosting
                                                                                                                              • Television food competitions are winning
                                                                                                                                • Food videos prominent among Cooking Enthusiasts
                                                                                                                                  • Sharing content and taking classes are less common
                                                                                                                                    • Figure 56: Cooking-related activities, by all cooks and Cooking Enthusiasts, August 2016
                                                                                                                                  • Millennials are actively engaging with food, beyond just eating it
                                                                                                                                      • Figure 57: “Cookies & Cream Puffs”, video, May 2016
                                                                                                                                      • Figure 58: Cooking Enthusiasts’ cooking-related activities, by Millennials vs non-Millennials, August 2016
                                                                                                                                    • And are participating in more cooking-related activities
                                                                                                                                      • Figure 59: Number of Cooking Enthusiasts’ cooking-related activities, by generation, August 2016
                                                                                                                                    • Lower household incomes are less connected with cooking activities
                                                                                                                                      • Figure 60: Cooking Enthusiasts’ cooking-related activities, by household income, August 2016
                                                                                                                                    • Hispanics are proud of the recipes they have made but are still curious
                                                                                                                                      • Figure 61: Cooking Enthusiasts’ cooking-related activities, by Hispanic origin, August 2016
                                                                                                                                  • Attitudes toward At-Home Cooking

                                                                                                                                      • For Cooking Enthusiasts, it is a hobby that is done alone
                                                                                                                                        • Enthusiasts are less stringent with recipe requirements
                                                                                                                                          • Regardless of skill and passion for at-home cooking, health is a concern for most
                                                                                                                                            • Room and interest to grow cooking skills exist among Enthusiasts
                                                                                                                                              • Meal kits are intriguing to adults, despite enjoyment of cooking
                                                                                                                                                • Figure 62: Cooking attitudes – Any agree, by all cooks and Cooking Enthusiasts, August 2016
                                                                                                                                              • Millennials struggle with cooking skills and value meal kits
                                                                                                                                                • Figure 63: Cooking Enthusiasts’ cooking attitudes – Any agree, by generation, August 2016
                                                                                                                                              • Employed adults find significant cost and time value in meal kits
                                                                                                                                                • Figure 64: Cooking Enthusiasts’ cooking attitudes – Any agree, by employment status, August 2016
                                                                                                                                              • Hispanics closely monitor their food and prefer simple recipes
                                                                                                                                                • Figure 65: Cooking Enthusiasts’ cooking attitudes – Any agree, by Hispanic origin, August 2016
                                                                                                                                            • Appendix – Data Sources and Abbreviations

                                                                                                                                              • Data sources
                                                                                                                                                • Consumer data
                                                                                                                                                  • Consumer survey data
                                                                                                                                                    • Consumer qualitative research
                                                                                                                                                      • Abbreviations and terms
                                                                                                                                                        • Abbreviations
                                                                                                                                                          • Terms
                                                                                                                                                          • Appendix – Market

                                                                                                                                                              • Figure 66: Attitudes/opinions (food), May 2003-June 2016
                                                                                                                                                          • Appendix – Consumer

                                                                                                                                                              • Figure 67: Cooking for fun in the past 12 months, May 2005-June 2016

                                                                                                                                                          Companies Covered

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                                                                                                                                                          Cooking Enthusiasts - US - November 2016

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